Apple Store app adds Express Checkout, pickup alert

Apple on Wednesday updated its Apple Store iOS app to bring express checkout and location-based features to help streamline the process of picking up orders made both in-store and online.

With version 2.2 of the Apple Store app customers can now use the same Express Checkout feature the company first introduced on its online store which allows the purchase of products without going through the normal "shopping cart" process.

When customers enable the Express Checkout option under Account Settings, a new "Buy Now" button will be displayed instead of "Add to Cart," and purchases are completed by simply entering an Apple ID password. Upon setup, the app will ask for a customer's credit card security code for verification as well as preferred mode of shipping or pickup. Previously, Apple Store app users would have to add an item to a virtual cart and go through multiple authentication checks to complete their respective orders.

Also new in version 2.2 is the pickup alert feature that allows customers even faster access to their recently-purchased items by having them ready at a nearby brick-and-mortar Apple Store. The iPhone 4S-only system uses iOS geofencing to "let [Apple] Specialists know when you're approaching the Apple Store, and your products can be ready by the time you arrive." The feature also allows for other in-store services to be activated when near an Apple Store.

The free Apple Store app is available through the iOS App Store or iTunes.

With the refinements to this app (and the new Passbook app) Apple is inching towards being a big player in the mobile payments business. They could probably just white label the Apple store app and it would make a lot of retail outlets very happy.

I've used the app a couple of times to pay for things in the store now. Walked in and bought a new keyboard, just scanned it, waited for the receipt then walked out. Last week I went in to buy a case for my 4S and someone came over to check on me and I asked a couple of quick questions. She asked if I was ready to check out and I just said "I have my phone, I'm good" heh. We chatted about how nice the app is as I paid for it.